HomeMy WebLinkAboutII. A. Charter Change Referendum Public Education Campaign 5.13.2025Charter Change Referendum
Public Education Campaign
CITY COUNCIL PUBLIC BRIEFING
Tiffany Russell, Communications Director
May 13, 2025
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Purpose
Receive City Council’s direction on potential advertising
investment for public education campaign to further
inform residents on the referendum question to
enhance voter confidence heading into the polls.
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Background
•Feedback from 4/29 Council meeting presentation on public
education opportunities: more discussion after Council vote on May
6; efforts not to exceed $200,000
•City Council passed a resolution on May 6 to request the Circuit Court
to order a referendum election on November 4, 2025: “Should the
method of City Council elections set forth in the Virginia Beach City
Charter be changed from a modified 7-3-1 system to a 10-1 system”
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Outreach Options Presented 4/29
Cost Activities Considerations
No Additional Costs/Current Resources -City website/intranet social media, email,
AccessVB and shared displays
-Local media outreach
-Community events
-Reaching those already engaged with
the City
$190,125 -All the above
-Direct mail ($182K)
-Water/Sewer bill inserts ($3.1K)
-Printed materials and translation ($5K)
-Low frequency of message for those
not engaged with the City
-May not reach non-registered but
eligible voters
-Not all registered voters
receive water/sewer bills from City
$229,125
(+$39,000 from tier above)
-All the above
-Radio ads ($15K)
-Digital ads ($15K)
-Print ads ($9K)
-Expands reach and frequency with
non-engaged, non-registered, and/or
multilingual audiences
$279,125
(+$50,000 from tier above)
-All the above
-TV ads ($50K)
-More inclusive reach
-Increased frequency, awareness
-Increased cost closer to election
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Public Education Recommendation $200,000
•Increase reach and frequency of message to the public requires a
mix of grassroots outreach, owned media channels, earned media
coverage and paid media
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Tactic Estimated Impressions Spend Timeline
YouTube pre-roll video 420,000 $5,000 June-August
Direct Mail 348,643 $182,000 Early September
Traditional/
Streaming Radio
148,000 $10,000 Mid Sept.- Nov 4
Print Brochures &
Translation
10,000 $3,000 June-November
TOTAL 926,643 $200,000
Ave. Cost Per View (CPV) = $0.21 cents
City Council Questions/Discussion/Direction
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Public Education
•Total # of Registered Voters: 348,643 (as of January 1, 2025) - 66% voter turnout
Nov. 2024
•Past public education campaign budgets: $383,174.85 for election system input;
$251,263.66 for redistricting
•Increase in early voter turnout impacts communication efforts/timeline
•2022 Resident Survey: Top Four Preferred Communication Sources from City
•#1 -- Local TV
•#2 -- City Website
•#3 -- Facebook
•#4 -- Direct Mail
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